Dr. Mo: PC has become a new growth stimulus

The Verge Chinese Station reported on October 28

For a long time, PC is a necessity of our life. Whether it is the Windows system that most people choose, or your Mac, whether it is a desktop or a notebook, is the most important and precious digital technology equipment in our lives. From about 1977 to 2007, about 30 years, both individuals and businesses basically relied on these two types of computers.

At the time, if you wanted to change a new computer, it was definitely a big deal for a good number of people. In particular, the emergence of a new style, the first appearance of features or new systems, can cause a sensation in the world. Maybe many people like me still remember that when the Windows 95 system was just released, many people lined up at the storefront in the middle of the night. The 2002 iMac also reignited an era, which is a very special memory for us.

So the computer has already had the unmistakable influence that year, especially the Windows system PC. Twenty years ago, The New York Times published such comments: "The use of computers has become so widespread that Microsoft has the supreme control over the entire industry, and the release of Windows 95 has even become a major event in the entire country. This August can be said to belong to Bill Gates."

Microsoft and Apple are still

This week, both Microsoft and Apple will continue to promote the personal computer revolution and will hold a conference to launch new personal computer products. Microsoft has released a new Surface Studio, and Apple will also launch a new 2016 MacBook Pro to completely upgrade its flagship notebook product.

This is more significant news for technology enthusiasts and technology industry professionals. For MacBook Pro users, how new products perform is often polarized. Either there is no bright spot or you love to die. Microsoft's series of Surface products also further increase productivity.

However, for most ordinary users, whether it is Microsoft or Apple, new products do not seem to be so attractive, and new products will not stimulate the market to recover. Because computers are now almost part of the furniture in our homes, most of the time is furnishings. If there is no such thing in life, nobody will feel any different. Therefore, until a revolutionary new function appears, the computer will continue to maintain this state.

In fact, from the perspective of manufacturers, the current computer market is also not very good. Whether it is Samsung, Apple or Google, the launch of the Galaxy S7, iPhone 7 and Pixel, the conference has chosen a huge downtown conference hall, usually these venues have tens of thousands of seats. The conferences of Apple and Microsoft have all been selected in auditoriums with only a few hundred seats. From this point of view, new products are certainly not the company's key businesses.

Indeed, currently the iPhone has become Apple's main source of income, and Mac has not made such a big contribution. Although there are still nearly $2 billion in size, new computer products are not as exciting as smart phones. In fact, many consumers and business users now think that computers are just a basic tool. If there is no revolutionary change, the frequency of replacement will be greatly reduced.

Over the years, I have been writing a lot of shopping guides and reviews on notebooks, and I am very popular. But in recent years, there have been fewer and fewer readers interested in this type of article, so I will not write a notebook comment anymore, although few people notice it.

Some figures

Just two weeks ago, quite authoritative research firm Gartner released a report saying that PC sales have been declining for eight consecutive quarters, and that this is the longest continuous decline in the overall PC industry record.

Gartner's analysis of this situation is mainly due to two reasons. The first is that the extension of the computer life cycle allows users to avoid over-consumption, while the demand for PCs in emerging markets continues to be weak. Gartner analyst Mikako Kitagawa said: "According to all the surveys conducted in 2016, consumers in mature markets used at least three different devices at the same time. Among these three devices, computers have the lowest priority of use. Most consumers are not often used, so many people do not have plans to upgrade computers in the short term, nor are they necessary. Even some people will never have plans to change or upgrade PCs."

In emerging markets, the situation is even worse. Many people’s first devices are not computers but smart phones. Even Apple’s Mac product line has fallen as the overall PC market trend, with year-on-year sales down 14%, but there are also some reasons for this because some users are waiting for the release of the new MacBook Pro.

This situation makes me worried. In fact, I have many computers and I plan to buy more in the future. This article was written by me on a computer. Although I often carry the iPhone and iPad with me, the demand for notebooks has not decreased. However, due to the advent of the iPad, the frequency of using my laptop has dropped by half, and the notebook service that is my primary productivity tool has been in service for more than three years. You know that I am a tech practitioner and a veteran, but not an ordinary consumer.

But when a new smartphone or tablet is released, I can't help but buy one. No, I just booked a Google Pixel.

There are still some bright spots in the PC field, such as the cheaper Google Chromebook notebooks, but they are not within Gartner's statistics. The competition for Windows system equipment is even more "deep-seated." Vendors such as Hewlett-Packard and Dell are trying to provide the most advanced and attractive products to compete for users. IDC, another research company with the same name as Gartner, also included Chromebooks and iPads in the statistics, but the entire market was also declining and its performance was lower than expected.

IDC said: "Although the overall PC market is still declining, there may be some improvements and mitigation in the short term, but long-term performance is also not optimistic."

This is not a simple story of a smartphone replacing a computer, but at present it is necessary to know that the development time of a smartphone is only a short period of nine years. The global sales and market share of smartphones are still growing, and they continue to mature and erode the PC market. Just yesterday, Apple just announced its new quarterly earnings report, and the company has experienced a decline in annual revenue for the first time since 2001, but with the iPhone 7 launching, it will start to rebound from the next quarter. . At the same time, Google Pixel did not officially launch and the negative impact on the brand of the Samsung Galaxy Note 7 explosion door has become a contributing factor to the iPhone 7 rebound.

So the smart phone market is now mature, but there are still new members joining and new products that are surprising. For example, millet from China has just launched the Mi Mix ceramic body without a frame. Many people are very much looking forward to it, and hope to be listed soon. Also in 2017 is the day of the iPhone's 10th anniversary, so iPhone 8 will also have more new surprises. Of course there are Galaxy Note 8 that will not explode.

to sum up

For those who need computers, no matter how the global PC market changes, it will always buy a new computer when it is needed or updated. But no one has been excessively pursuing performance. It's just enough. And now is not the time when Apple used Apple to sell Macs with a simple advertisement.

Yes, the market has no surprises and it needs new stimuli. (Author: Walt Mossberg compilation: Rabbit)

Click to read the original English

The Chinese related rights of the works of The Verge in the United States belong to Tencent Corporation and may not be reproduced or excerpted without authorization.

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